"BREAKING NEWS: Steve "The Crocodile Hunter" Irwin is dead after being attacked by a stingray during the filming of a new TV series.
The 44-year-old's chest is believed to have been pierced by the stingray barb.
He was filming an underwater documentary about 32 nautical miles off Port Douglas when the accident occurred.
According to a Queensland Ambulance Service spokesman, a Cairns ambulance chopper made an emergency flight to an island in the area at midday today.
An intensive care doctor and a paramedic attempted to revive the popular crocodile wrangler without success.
He was pronounced dead on the island, and his body is now being flown to Cairns.
Mr Irwin - known worldwide as the Crocodile Hunter - is famous for his enthusiasm for wildlife and his catchcry "Crikey!".
The father of two's Crocodile Hunter program was first broadcast in 1992 and has been shown around the world on cable network Discovery.
He's also starred in movies and has developed the Australia Zoo wildlife park, north of Brisbane, which was started by his parents Bob and Lyn Irwin."
A sad sad day for Australia, an aussie icon gone.